UTM parameters explained: a guide to tracking analytics

UTM Parameters Explained: A Guide to Tracking Analytics

How do you know which marketing efforts produce a positive ROI and which are unprofitable? The answer is UTM parameters. UTM help you to tag and differentiate the source of traffic, which allows you to analyse your marketing efforts and optimise accordingly.

What are UTM parameters?

UTM parameters are variables added to the end of the URL for inbound links to your website and help you understand the traffic origin. Exposebox’s URL builder allows you to add five UTM parameters, out of which three are compulsory. Once you’ve typed all the required fields, a URL will be generated containing all the necessary UTM tags. Here are the definitions for UTM parameters recognised in Google Analytics.

1. Source (utm_source): The source field indicates the traffic origin and usually a business name. 

2. Medium (utm_medium): The medium field indicates the channel name. It can be Pay-per-click (PPC), emailsocial media, affiliate, etc.

3. Campaign (utm_campaign): The campaign field indicates the campaign name or promotion. You might have a “welcome offer” campaign with various touchpoints with the user. All the associated campaign links will be tagged as “welcome.”

4. Term (utm_term): The term field indicates the search term (keyword) that triggered your ad. 

5. Content (utm_content): The content field helps distinguish between variants of the ad you’re promoting.

How to personalise your UTM parameters?

Exposebox allows you to set the UTM parameters in every campaign under email and SMS campaign settings. 

UTM Parameters

Simply type the UTM parameters in the, and we’ll automatically generate the tracked URL. Exposebox tracks the analytics data even if you don’t use UTM parameters. Moreover, if you’d like to track your campaign results in Google Analytics, it’s best to tag your sources.


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